Shows not receiving long-term boosts from advertising during sporting events

Large audiences for annual events such as the Super Bowl have not "translated into consistent viewing for regular series -- a familiar scenario that nevertheless has implications for both the networks and rights-holders to such sports and specials," according to Brian Lowry of DAILY VARIETY. Fox, "in terms of marketing platforms," used last month's Super Bowl to "trumpet newcomers 'The Chicago Code' and 'Traffic Light,' while featuring a postgame episode of 'Glee.'" But just weeks later, "The Chicago Code" "isn't raising any alarms, 'Light' is flickering at a generous flashing yellow, and 'Glee' hasn't enjoyed any appreciable bump from the additional one-time-only exposure." NBC also "tried leveraging playoff NFL to put some wind behind 'The Cape,' a superhero drama that has seen its episode order cut." Lowry noted in theory, "maintaining the Olympics as Comcast seeks to rebuild NBC would look like a no-brainer," but the net's "primetime fortunes have steadily eroded despite the advantage of televising the Olympics every other year." Fox Exec VP/Strategic Program Planning & Research Preston Beckman "referred to big tune-in recorded by events like the Olympics and World Series as 'borrowed audience' -- the point being it's difficult to convert such drive-by viewers into steady support for new series." Lowry wrote, "With many of these events, the audience is simply incompatible with the profile of typical primetime series viewers" (DAILY VARIETY, 2/26).